| Determining the Takeaway
The most important creative task with respect to promoting a ministry is defining the "takeaway." Before we can communicate a ministry to others, we must have a clear understanding of what the ministry is meant to do and the methods used to accomplish the task. Only then can we communicate in ways that will make sense to others and have "drawing power" that will motivate people toward involvement.
I refer to this end result or goal the "takeaway." In simple terms, it is the element that a ministry participate will take away from the experience. In a Bible study, the takeaway may be a truth or lifestyle choice. In worship the takeaway may be a word from God or a conviction to change. In ministry involvement the takeaway may be a making a difference in the life of another person.
Often in ministry we skip over the defining of goals. We don't ask, "What is someone supposed to get out of this?" Even worse, we can fail to ask a far more important question, "What does God desire from us through this ministry?" We assume that our positive motives are definition enough. I think it is important to note that Jesus Himself was very specific throughout His ministry. The parables He told, the miracles He performed, the lessons He taught and the relationships He formed while on earth--each gave us an insight into His character. In other words, Jesus had a reason for everything He did. And so should we.
What will last? A takeaway is always the lasting result of the ministry project--what remains after everything else. To find what will last, use the passage of time as the determiner. What will participants recall of this event in a year, or three years, or five years? For an ongoing ministry, what factors will make it mold people more closely to Christ's image over a year, or five years, or ten? When you begin to look at the long-term effects of any ministry, the fluff seems to fall away leaving just those important elements that stand the test of time. Often the true purpose for the ministry becomes clearer when viewed through this broad "historical" perspective.
We've always done it. Tradition plays a big role in many of our ministry decisions. Often it causes us to make assumptions about our goals and motives. If we do a camp or retreat or event every year--or we do worship every week--then the goal should be readily apparent to all involved, right?
The real answer is probably not. Planning for every ministry and event, from a major new undertaking to the ongoing weekly program, should include a simple statement of purpose explaining the reason for activity. Keeping the purpose at the forefront of traditional activities helps them from going astray from week to week, year to year.
The kitchen sink. Another temptation is to lump multiple purposes onto a single project. The result is a retreat that is supposed to be evangelistic, and develop leaders, and build closer relationships, and help people deal with life issues. God may use that event for multiple purposes, but in terms of planning it is impossible for any one ministry to accomplish such a broad array of goals. The result is mediocre effectiveness in several areas versus a strong and pronounced results in one key area. Kitchen sink ministry also sucks the energy from staff and volunteers who must scramble to focus on multiple goals, only to see marginal response that can become disheartening.
Finding the takeaway. There are three avenues that are most effective in finding the takeaway for any ministry or ministry event. The first is the Bible. Scripture reveals God’s view or plan for us in every aspect of life. A takeaway must be consistent with God’s Word. Any ministry goal or purpose that is contrary to the Bible is not something God has called us to.
Secondly, the takeaway can be determined through prayer. God often reveals His will as we pray. In the Bible, we see examples of God's people asking for specific instructions or direction from God.
"Lead me in the right path, O LORD, or my enemies will conquer me. Tell me clearly what to do, and show me which way to turn." Psalm 5:8
Finally, the takeaway can be determined through the vision of God’s chosen leader(s). We believe that ministry leaders are God-ordained, placed in their positions of leadership to carry out God's will for their lives and ministries. We didn't choose our Pastor--God did. A leader's close involvement with a ministry can reveal actions and activities that are readily apparent to him or her, but not to us--at least not immediately. Trusting God's chosen leader for a ministry, we can determine the takeaway by listening to the leader as they share God's vision for that ministry, and by asking questions about the ministry.
In practice. The Communications Ministry at Brook Hills begins any ministry planning process in which we are involved by nailing down the takeaway, or overriding purpose, for that event or ministry. The takeaway becomes the yardstick against which specific actions and activities, planning and evaluation take place. Determining the takeway usually begins with a meeting with ministry leaders at which we ask questions like:
- What has God called you to do with this ministry?
- How is success to be defined for this event or program?
- How does the purpose of this event relate to the purposes of our church?
- What are some scriptures that confirm this direction or action?
- What have you been praying about recently related to this ministry or event?
These are tough questions, but an effective and well-thought ministry should enable leaders to answer all of them with ease. With these answers comes a defined goal and direction, which are essential to promoting the ministry.
 For Further Reading On This Topic...
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About the Author. Eugene L. Mason has more than two decades of experience in ministry communications and technologies. More...
Copyright Eugene L. Mason. All rights reserved. 031109
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